Post on 19-Aug-2015
Guerilla Marketing Tactics to Break from the CompetitionGuerilla Marketing Tactics to Break from the Competition
www.LatinoChevy.comwww.LatinoChevy.com
Guerilla Marketing: What is it?Guerilla Marketing: What is it?
• Competitive Differentiation• Extraordinary Cost Effectiveness• May Incorporate Stealth Tactics• Non-Traditional Communication Channels• Unconventional Use of Media• Highly Aggressive Conquest Characteristics• May cause competitors to “Cry Foul” with OEM’s,
Dealer Associations or through legal channels… Some tactics might get you fired, while others using the same tactics at different dealerships get a bonus!
www.ChevyReferrals.com
www.ChevyReferral.com
www.ChevyBirdDog.com
www.ChevyBirdDogs.com
www.ChevyBuyers.com
www.ChevyBuyersClub.com
www.ChevyFriends.com
www.ChevyFund.com
Multiple URL’s promoted in a variety of campaigns, pointing to same site allows use of web site metricsMultiple URL’s promoted in a variety of campaigns, pointing to same site allows use of web site metrics
“Lead Form Referring URL” report in
Omniture Site Catalyst
www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com
Courtesy Chevrolet uses over 500 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:
Use of URL’s for Creative DifferentiationUse of URL’s for Creative DifferentiationUse of URL’s for Creative DifferentiationUse of URL’s for Creative Differentiation
Where do all those URL’s point to?Where do all those URL’s point to?
Use of multiple web sites, mico-sites and landing pages built for specific campaigns allows cost effective segment targeting… When the content meets specific needs of customers, these sites show up as search results.
Extensive URL Asset Library: 1 of 3Extensive URL Asset Library: 1 of 3
Extensive URL Asset Library: 2 of 3Extensive URL Asset Library: 2 of 3
Extensive URL Asset Library: 3 of 3Extensive URL Asset Library: 3 of 3
Google AdWords Google AdWords Account:Account:
““Chevy Dealer Chevy Dealer Conquest”Conquest”Ad Group Ad Group SummarySummary
Google AdWords Google AdWords Account:Account:
““Chevy Dealer Chevy Dealer Conquest”Conquest”Ad Group Ad Group SummarySummary
223 Customers 223 Customers searching for Bill Heard searching for Bill Heard
Chevrolet diverted to Chevrolet diverted to Courtesy Chevrolet Courtesy Chevrolet
owned sitesowned sites
223 Customers 223 Customers searching for Bill Heard searching for Bill Heard
Chevrolet diverted to Chevrolet diverted to Courtesy Chevrolet Courtesy Chevrolet
owned sitesowned sites
Competitor URL Redirect Competitor URL Redirect Tactic known as the Tactic known as the ““Drew Technique”Drew Technique”
Competitor URL Redirect Competitor URL Redirect Tactic known as the Tactic known as the ““Drew Technique”Drew Technique”
Competitor URL Redirect Tactic known as the Competitor URL Redirect Tactic known as the ““Drew Technique” – CourtesyChevyAZ.comDrew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the Competitor URL Redirect Tactic known as the ““Drew Technique” – CourtesyChevyAZ.comDrew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the Competitor URL Redirect Tactic known as the ““Drew Technique” – CourtesyChevyAZ.comDrew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the Competitor URL Redirect Tactic known as the ““Drew Technique” – CourtesyChevyAZ.comDrew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the Competitor URL Redirect Tactic known as the ““Drew Technique” – CourtesyChevyAZ.comDrew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the Competitor URL Redirect Tactic known as the ““Drew Technique” – CourtesyChevyAZ.comDrew Technique” – CourtesyChevyAZ.com
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
Dealership Primary Web Site (BZ Results)Dealership Primary Web Site (BZ Results)
GM Certified Internet Dealer Site
www.PHXChevrolet.com •GM Certified Internet Dealer siteGM Certified Internet Dealer site•Use of Home page text for SEOUse of Home page text for SEO•Pulls in SEM landing page formsPulls in SEM landing page forms•Built by Cobalt GroupBuilt by Cobalt Group
www.PHXChevrolet.com •GM Certified Internet Dealer siteGM Certified Internet Dealer site•Use of Home page text for SEOUse of Home page text for SEO•Pulls in SEM landing page formsPulls in SEM landing page forms•Built by Cobalt GroupBuilt by Cobalt Group
Spanish Language Web SiteSpanish Language Web Site
www.LatinoChevy.com www.Latino-Chevy.com www.Latino-Chevy.com www.LatinoChevy.com www.Latino-Chevy.com www.Latino-Chevy.com
CourtesyOnBell.com Web Site (BZ Results)CourtesyOnBell.com Web Site (BZ Results)
CourtesyFleet.com Web Site (BZ Results)
Conventional Media to Web IntegrationConventional Media to Web Integration
Conventional Media to Web IntegrationConventional Media to Web Integration
Conventional Media to Web IntegrationConventional Media to Web Integration
www.2007Tahoe.com Micro-SiteS
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www.2007Tahoe.com Micro-Site
Relevant Text based Relevant Text based content is King when it content is King when it comes to SEO rankingcomes to SEO ranking
Relevant Text based Relevant Text based content is King when it content is King when it comes to SEO rankingcomes to SEO ranking S
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Relevant Text based Relevant Text based Hyperlinks reduce Hyperlinks reduce leakage from your SEM leakage from your SEM funnel and point search funnel and point search engine spiders in the engine spiders in the right directionright direction
Relevant Text based Relevant Text based Hyperlinks reduce Hyperlinks reduce leakage from your SEM leakage from your SEM funnel and point search funnel and point search engine spiders in the engine spiders in the right directionright direction
Trust generating and validity Trust generating and validity enhancing icons that are linked to enhancing icons that are linked to lead generating sites add to a lead generating sites add to a micro-site’s productivitymicro-site’s productivity
Trust generating and validity Trust generating and validity enhancing icons that are linked to enhancing icons that are linked to lead generating sites add to a lead generating sites add to a micro-site’s productivitymicro-site’s productivity
““Push to Talk” buttons on ALL Micro-Sites Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest and Landing Pages allow the Hottest Prospects to get immediate gratificationProspects to get immediate gratification
““Push to Talk” buttons on ALL Micro-Sites Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest and Landing Pages allow the Hottest Prospects to get immediate gratificationProspects to get immediate gratification
Relevant Text based Hyperlinks Relevant Text based Hyperlinks leverage and extend your SEM leverage and extend your SEM investment beyond the specific investment beyond the specific targeted Micro-Site or Landing Page. targeted Micro-Site or Landing Page. These links reduce leakage from our These links reduce leakage from our SEM funnel and point search engine SEM funnel and point search engine spiders to our other sites for rankingspiders to our other sites for ranking
Relevant Text based Hyperlinks Relevant Text based Hyperlinks leverage and extend your SEM leverage and extend your SEM investment beyond the specific investment beyond the specific targeted Micro-Site or Landing Page. targeted Micro-Site or Landing Page. These links reduce leakage from our These links reduce leakage from our SEM funnel and point search engine SEM funnel and point search engine spiders to our other sites for rankingspiders to our other sites for ranking
Cost Effective Outdoor Media Integration
Bus Shelter Signage DisplaysFast’n Easy Online Credit App URL
Bus Shelter Signage DisplaysFast’n Easy Online Credit App URL
Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone
Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone
Bus Shelter signage campaign has averaged 231 incoming phone inquiries per month, along with 862 site visitors to unique URL, that generated 27 online credit apps per month.
Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost per UNIQUE lead of $25.19
Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads…
Deeplinked Online Ads
Display Ads drive traffic to Deep Links
Courtesy’s AZCentral.com Courtesy’s AZCentral.com Online Advertising Online Advertising Campaigns drive Campaigns drive consumers to “Deep Links” consumers to “Deep Links” into specialized content into specialized content within Courtesy Chevrolet’s within Courtesy Chevrolet’s web site that is directly web site that is directly relevant to the GM vehicle relevant to the GM vehicle promotion… This campaign promotion… This campaign focused on selling out focused on selling out remaining GMT800 Chevy remaining GMT800 Chevy Silverado pickup trucks in Silverado pickup trucks in December 2006. December 2006.
Courtesy’s AZCentral.com Courtesy’s AZCentral.com Online Advertising Online Advertising Campaigns drive Campaigns drive consumers to “Deep Links” consumers to “Deep Links” into specialized content into specialized content within Courtesy Chevrolet’s within Courtesy Chevrolet’s web site that is directly web site that is directly relevant to the GM vehicle relevant to the GM vehicle promotion… This campaign promotion… This campaign focused on selling out focused on selling out remaining GMT800 Chevy remaining GMT800 Chevy Silverado pickup trucks in Silverado pickup trucks in December 2006. December 2006.
December, 2006 – AZCentral.com & Cars.com
Deep Links go to Inventory Pre-Sorts
Courtesy’s AZCentral.com Online Advertising Campaigns drive Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December remaining GMT800 Chevy Silverado pickup trucks in December 2006. 2006.
Courtesy’s AZCentral.com Online Advertising Campaigns drive Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December remaining GMT800 Chevy Silverado pickup trucks in December 2006. 2006.
Examples of SEM Results with Google
• Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy
• Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet
• Organic listings (free) that result from pro-active SEO activities by BZ Results
The next few slides will show actual Search Engine listing results from:
Search Campaign that bids Search Campaign that bids on competing dealership on competing dealership
names as a keyword…names as a keyword…
Search Campaign that bids Search Campaign that bids on competing dealership on competing dealership
names as a keyword…names as a keyword…
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Competing Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word Targeting
SEM Vendor CampaignSEM Vendor CampaignSEM Vendor CampaignSEM Vendor Campaign
www.AutoBaron.com www.AutoBaron.com
Use of Deep-Links in Online Advertising
www.GM-Finance.com www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application
www.GM-Finance.com www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application
“Stealth Ads” attract Dealer-Phobes
“Stealth Ads” attract Dealer-Phobes
“Ste
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”“S
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www.ChevroletHHR.net www.ChevroletHHR.net
Insider Information Insider Information
Pre-Launch InformationPre-Launch Information
Insider Information BaitInsider Information Bait
33rdrd Party Branded “Stealth Site” that captures Party Branded “Stealth Site” that capturesLeads from customers getting book value… Leads from customers getting book value… 33rdrd Party Branded “Stealth Site” that captures Party Branded “Stealth Site” that capturesLeads from customers getting book value… Leads from customers getting book value…
SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV
For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.
SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV
For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.
Courtesy’s AZCentral.com Courtesy’s AZCentral.com Online Advertising Online Advertising Campaigns drive Campaigns drive consumers to “Deep Links” consumers to “Deep Links” into specialized content into specialized content within Courtesy Chevrolet’s within Courtesy Chevrolet’s web site that is directly web site that is directly relevant to the GM vehicle relevant to the GM vehicle promotion… This campaign promotion… This campaign focused on selling out focused on selling out remaining GMT800 Chevy remaining GMT800 Chevy Silverado pickup trucks in Silverado pickup trucks in December 2006. December 2006.
Courtesy’s AZCentral.com Courtesy’s AZCentral.com Online Advertising Online Advertising Campaigns drive Campaigns drive consumers to “Deep Links” consumers to “Deep Links” into specialized content into specialized content within Courtesy Chevrolet’s within Courtesy Chevrolet’s web site that is directly web site that is directly relevant to the GM vehicle relevant to the GM vehicle promotion… This campaign promotion… This campaign focused on selling out focused on selling out remaining GMT800 Chevy remaining GMT800 Chevy Silverado pickup trucks in Silverado pickup trucks in December 2006. December 2006.
December, 2006 – AZCentral.com & Cars.com
Courtesy’s Courtesy’s AZCentral.com AZCentral.com Online Ad Online Ad Campaigns Campaigns drive drive consumers to consumers to “Landing “Landing Pages” that use Pages” that use specialized specialized content that is content that is directly directly relevant to the relevant to the special offer or special offer or promotion used promotion used in the ad itself. in the ad itself. This campaign This campaign focused on focused on showing showing consumers with consumers with tarnised tarnised previous credit previous credit that they can that they can drive a new drive a new Chevy while Chevy while restoring their restoring their good credit. good credit. December December 2006. 2006.
Courtesy’s Courtesy’s AZCentral.com AZCentral.com Online Ad Online Ad Campaigns Campaigns drive drive consumers to consumers to “Landing “Landing Pages” that use Pages” that use specialized specialized content that is content that is directly directly relevant to the relevant to the special offer or special offer or promotion used promotion used in the ad itself. in the ad itself. This campaign This campaign focused on focused on showing showing consumers with consumers with tarnised tarnised previous credit previous credit that they can that they can drive a new drive a new Chevy while Chevy while restoring their restoring their good credit. good credit. December December 2006. 2006.
December, 2006 – AZCentral.com & Cars.com
Behavioral TargetingBehavioral Targeting
“On-site Behavioral Targeting increases conversion 40-200%”- TouchClarity.com
“Behavioral targeting technologies work by anonymously monitoring and tracking the content read and sites visited by a designated unique user or IP,” …then serving specific advertising content to these prospective customers based on their likelihood of responding to the campaign. - SearchEngineJournal.com
Highest Sales Satisfaction – A Microsite Opportunity!
www.Edmunds-Chevrolet.comwww.Edmunds-Chevrolet.comwww.Edmunds-Chevrolet.comwww.Edmunds-Chevrolet.com
Highest Sales Satisfaction – A Microsite Opportunity!
Highest Sales Satisfaction – A Microsite Opportunity!
Thank you for attending!Thank you for attending!
Ralph Paglia
Cell: 505-301-6369
RPaglia@gmail.com
www.RPaglia.com
Questions and Answers…Questions and Answers…